How can print help the local economy?

With the rise of digital media, there has been much debate over how digital platforms have changed traditional marketing methods. As new digital methods continue to expand and grow, some believe this could be the end of traditional media as we know it. In the debate, one side claims that digital is king, while the other insists that traditional media still holds appeal. Both arguments have merit, but the idea that print is dead is mistaken.

Print media has been around for years, and there’s a reason for that – it works and it’s reliable, it’s as simple as that. Consider too that 80% of people never click on an online banner ad. With more competition and taking up more of your marketing budget, is it worth it for that small 20% of the population who will actually click on your ad? Print media offers the receivers something to grasp in their hands, something real.

The benefits of print media

Magazines are still very much a part of our lives, with 63% of UK adults still reading magazines, according to YouGov – whereas only one in ten UK adults regularly read online magazines. With monthly magazines from big names such as Vogue, Cosmopolitan and Elle, the best way to get your advertisement noticed is through monthly magazines.

Print media is particularly successful within local areas – it’s a great opportunity to spread news and awareness, whether its news of a new business opening or a takeaway menu or the publication of a local newspaper. Considered as a trusted source for news and other information, print media continues to generate engagement from versatile and creative publications.

Generally cheaper than digital media strategies, with print media you often have more options available and can be more creative with your advertisements. From leaflets to magazine advertisements and local newspapers, your campaign becomes tangible for the reader. Giving your audience something physical to hold in their hands and read brings your campaign to life and into reality – for audiences, what they are holding is something real to engage with. A digital advertisement can disappear in seconds into cyber space, but a magazine, newspaper of leaflet can stay in houses or offices for months.

The rise of digital media has led to an overcrowding of digital platforms when it comes to advertising – this means print has an advantage for businesses due to less competition and more space being available.

Helping the economy

Despite the rise in digital media, print media still contributes towards to the local economy. Local newspapers are one of the biggest contributors. In the second half of 2014, the London Evening Standard paper circulated to 824,515 copies, an increase of 21.9% from the previous six months – whilst smaller regions such as the Sunderland Echo (18,876) and the Birmingham Mail (30,597) were amongst the worst performing titles, they still circulated in the thousands during the six-month period. There is clearly still a market for regional papers despite the rise of online news platforms. The locally paid-for newspaper publications help to put money back into the region.

Takeaway leaflets and flyers are another boost to the local economy. As new businesses open around the region, leaflet distribution is one of the best ways to spread the word. Whilst some people consider direct mail to be a bit of nuisance, it makes people aware that you exist and there is a reason which the method is still being used – it is a trusted and traditional form of marketing. For new business, it draws locals towards your business. Food and dinner trends have evolved too, meaning more and more people are choosing to eat out or order takeaways instead of having a traditional family homecooked meal.

With this shift in food trends, local restaurants and takeaways who use direct mail and print media to make locals aware of their business are appealing to the locals’ demands and needs right now – giving them options. And of course, this leads to a return in money for that which was invested by the business, improving successful economic development in the local area.